Half of the 253 survey respondents to Ascend2's "Account-Based Marketing Strategy Survey Summary Report"say they plan to prioritize the alignment of sales and marketing, while 41% plan to prioritize attributing marketing efforts to revenue, and the same portion will prioritize scouring and targeting ideal accounts. Of the respondents, 53% say their primary marketing channel is B-to-B.

All but 5% of the respondents say an ABM strategy is successful at achieving their top priorities and 40% describe their ABM strategy success as best-in-class. The respondents also say successful ABM strategy targets customers and prospects almost equally at 49% and 46%, respectively. Channel partners were found to be a primary ABM target segment for only 5% of the respondents.

Comparing top priorities with challenging barriers showed a unique trend: while 50% say aligning sales and marketing initiatives is a top priority, 38% say it is a challenging barrier. However, the inverse is true for the the least-identified top priority of getting executive buy-in and budget: 25% identify it as a top priority and 37% say it is a challenging barrier.

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